SMQ Issue 6:1

Contents for SMQ Issue 6:1

Book Review 6-1
Authors: Stephen Hardy (Reviewer)
Abstract: Keeping Score: An Inside Look at Sports Marketing David M Carter, M.B.A. Oasis Press/PSI Research John Hancock Company

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Impact of Broadcasting on the Attendance of Professional Basketball Games
Authors: Dr. James J. Zhang, Dennis W. Smith
Abstract: This study was designed to examine the influence of TV and radio broadcasting on the attendance of NBA games from four perspectives: (a) chosing between attending a home game and watching the game on TV, (b) watching away games on TV, (c) using cable TV sports channels, and (d) listening to games on radio. A random sample of spectators (N = 861) from six second half 1993-1994 season home games of a major Western Conference NBA team responded to a survey conducted in the arena prior to each game. Chi-square, t-test, and coorelational analyses indicated that TV broadcasting of home games would decrease attendance; TV broadcasting of away games would increase attendance; cable TV access would not affect attendance; and radio broadcasting of games would increase attendance.

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Creating and Fostering Fan Identification in Professional Sports
Authors: William A. Sutton, Mark A. McDonald, George R. Milne, John Cimperman
Abstract: In the 1980’s sports fans became accustomed to player free agency while in the 1990’s these same fans have had to come to terms with franchise free agency. While some cities lose their professional sport franchises, others enjoy sell-outs, and lucrative t

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Us and Them: Australian Professional Sport and Resistance to North American Ownership and Marketing Models
Authors: John Nauright
Abstract: Public ownership has been the preferred model of organization of Australian sport. Some sports have private franchises and some have experimented with different levels of privitization, but the single most powerful challenge to public ownership has come f

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SMQ PROfile 6-1
Authors: SMQ Editor
Abstract: Kevin S. McClatchy Pittsburgh Pirates Baseball Club, Inc. University of California at Santa Barbara

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Ticket Distribution Agencies and Professional Sport Franchises: The Successful Partnership
Authors: Lori K. Miller, Lawrence W. Fielding
Abstract: The purpose of this study was to identify the ticket distribution practices of professional sport franchises. NBA, NFL, NHL, and MLB franchises were surveyed (n = 113) regarding the use of ticket distribution agencies, which agencies were used, and the advantages and disadvantages of ticket distribution agencies. The results were used, in combination with existing literature, to ascertain the successful strategies employed by ticket distribution agencies that have created for the ticket industry a sustainable competitive niche. The study also looked at customer discontent emanating from ticket distribution practices and regulatory attempts to control the ticket distribution industry. In conclusion, this paper provides the sport manager with 20 suggestions regarding negotiations with ticket distribution agencies.

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Retail Licensing Procedures Used by Selected NCAA Division I Institutions: Implications for Licensees of Collegiate Memorabilia
Authors: Mary Elizabeth Mazzeo, Jacquelyn Cuneen, Cathryn L. Claussen
Abstract: Because collegiate-logoed merchandise generates significant revenue, many vendors (licensees) are investigating the feasibility of producing collegiate memorabilia. Logo owners (institutions, bowl committees, and so forth) assume minimal commercial risks in collegiate merchandising. Most of the financial risks are assumed by licensees, who may find the collegiate licensing realm to be more imposing than suspected due to diverse licensing procedures and financial expectations of individual institutions. This study described characteristics of selected collegiate retail licensing programs and suggested implications for licensees and vendors to consider before deciding to venture into the collegiate memorabilia business.

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Ambush Marketing
Authors: Peter J. Graham
Abstract: Pre-1996 Ambush events preventative measures Deleware’s football lottery Nike American Express Coca-Cola Pepsi-Cola US Postal Service USPS Mobil ACOG Fugi Banque Nationale Federal Express billboards

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Media Watch 6-1
Authors: Tracy L. Schoenadel
Abstract: Media revenues The importance of media revenues Major Professional Sport Leagues

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